Pay Per Click Traffic

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Author:
Robert Fuess

The only way to really guarantee top placement is to use pay-per-click advertising. (This is an advertising mechanism in which you pay for every click of a potential customer.) Most search engines offer this on a bidding basis, and if it generates more money than you spend on it, it can be sound business advise. In most cases, you would DO THIS LAST - after you optimize your web site and implement other promotional techniques. If you do an effective job with your website optimization and promotion, you may already come up top naturally and not have to use pay-per-click for several keywords. (This is expecially true for MSN or Yahoo.) Or if you choose to make a big (temporary) advertising campaign while you are optimizing (and have the money for this), then you may consider this.

Some keywords will cost more than others, depending on competition. Some will generate more paying customers than others. Do the math as you go along. Figure out the return on investment. This is seldom a one shot deal and often takes a few months of tweaking to get the optimum pay-per-click bid amount for the different keywords.

YOU WILL FIND SEO COMPANIES THAT GUARANTEE YOU TOP PLACEMENT FOR YOUR FAVORITE KEYWORDS. THIS IS HOW THEY DO IT. They use pay-per-click as part of the package and point to the pay-per-click listing, showing you your top placement. The natural links are normally much cheaper in the long run, since once you achieved a top ranking without pay-per-click you will have a steady stream of customers without having this kind of per-click fee.

Google is, of course, an exception. For the first year you will not likely rank for most of your desired keywords despite any valiant efforts on your part. During this period, I would encourage using Google's pay-per-click (AdWords). Although Google is the slowest to recognize your natural ranking - it will give the greatest return in the long run. While you do this - use the information they give you while you manage your pay-per-click keywords. See what is used most often - and what gives you the most sales (conversions). They have tools to help you with that.

ANY SEO FIRM that promises or guarantees top placement for competitive keywords is either selling you pay-per-click or is being boastful. Be wary with your money. You don't need an SEO expert to sign up for pay-per-click. You may use one to help you find the right keywords or perhaps to handle optimization techniques. If they are selling you a package, pay-per-click is often a justifiable part of it. However, don't let such a promise be a decision factor in selecting an SEO expert.

About the author:

Robert Fuess is a veteran website designer who specializes in making dynamic search engine optimized websites.

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A Quick Note From The Publisher... If you like the article above, you may be interested in the following article which is also related to Pay Per Click... The Perils and Pitfalls of Pay-per-click Advertising Copyright 2005 Log Cabin Rustics In this age of speed dialing, T1 lines and other forms of high-tech instant gratification, many webmasters find themselves tempted to engage in pay-per-click advertising. After all, if you’ve just designed a state-of-the-art website, there’s nothing quite as gratifying as a steady stream of traffic right from the start. Webmasters with open wallets have found that pay-per-click can provide traffic within hours or even minutes of a website’s launch. Pay-per-click Pros Before considering the perils and pitfalls of pay-per-click, it’s worthwhile to remember that in some instances, pay-per-click is a good market strategy. A number of reputable SEO firms combine pay-per-click management with search engine optimization as a method of getting their clients the clicks they need. Pay-per-click can be an especially effective strategy for: •companies trying to beat a competitor to market with a new product who want to garner substantial traffic while waiting for their SEO efforts to kick in •webmasters with deep pockets who are more concerned about establishing a quick presence than long-term return on investment •webmasters who are reaping a return on investment high enough to justify expenditures on pay-per-click Significant Drawbacks Although there are valid reasons to engage in pay-per-click advertising campaigns, there are also enough drawbacks to give any webmaster pause. Companies considering pay-per-click need to determine the primary purpose of their marketing campaign—whether it be immediate sales, building website value, or a combination of the two. If immediate sales is the goal and a worthwhile return on investment is being achieved, pay-per-click may be the strategy of choice—at least until good search engine positioning can...